"People don't really NEED art, music, literature, newspapers, historians, wheels, calendars, philosophy. All that people REALLY need is a cave, a piece of meat, and possibly, a fire. But, they WANT more, and our job is to convince them to want what we have to sell." Losser Reeves (The man who invented the USP - Unique Selling Proposition) 

• Brands succeed when they form a significant relationship by connecting the values and needs of buyer and seller
  
  
• When the relationship is desired by a large segment of customers, a brand becomes an ICON brand
  
  
• Icon Brand Buyers – envision a role for themselves that comes from buying a specific product
  
  
• When people do business with an icon brand, they feel good about themselves – as if they were part of something important, exciting -- way cool.

Establishing the Connection–Marketing DNA

• Gaining Favorable Attention
  
  
• Generating Excitement About BUYING
  
  
• Pre-Commitment – Prospects WANT to become customers

Confirming the Connection – From Passion to Purchase to Advocacy

Remember the Great Wheel of Marketing© ? It's the process you follow to become an icon TRUST is created by supporting the Value Positioning throughout the relationship Prospects GET IT They see the VALUE They WANT the WAY COOL that comes from actual possession After having their Trust reaffirmed, they become Ardent Advocates for your brand (Brand=Everything your company stands for – from service to products to people) And they, your happy customers, covince OTHERS to buy from you >>How to Become an Icon Brand? >>Develop and execute Value Positioning